WASHINGTON -- The Milk Processor Education Program (MilkPEP) has launched its newest initiative, "Drink Well, Live Well," to encourage milk sales. The yearlong blitz was kicked off by supermodel and fitness enthusiast Christie Brinkley in her third Milk Mustache ad; it also will include ongoing national television advertising, a coast-to-coast wellness tour, promotions and other public relations activities.

As Americans are seeking products that can enhance wellness, MilkPEP has designed the campaign to remind people that milk is "nature's wellness drink," a naturally nutrient-rich choice.

The campaign comes at a time when vending studies continue to show vended milk as one of the leading growth segments in the industry. "Consumers are reaching more and more for milk, said Julie Buric, vice-president of marketing at MilkPEP. "And its availability in vending machines meets their demand for healthy products on-the-go. Milk is a strategic and profitable choice for the vending mix.

"'Drink Well, Live Well' represents all that's beneficial about milk," Buric emphasized. "It is truly nature's wellness drink, plus it's got the marketing panache of the Milk Mustache, now sported by over 250 celebrities since 1995."

The new campaign is helping to draw attention to the many wellness benefits of milk and the "unique attributes" of being a milk drinker. MilkPEP points out that the beverage is a nutrient powerhouse -- it has calcium, vitamin D and phosphorus for strong bones, protein for lean muscle, potassium to help maintain normal blood pressure and vitamin A to help regulate the immune system, plus B vitamins for energy.

Studies suggest that milk drinkers tend to have healthier diets and are likely to be leaner than people who drink little or no milk, the organization notes -- and, it adds, no other beverage offers the array of bone-building nutrients as milk; hundreds of studies support its link to strong bones.

"Drinking lowfat or fat-free milk each day is one simple step everyone can take toward achieving overall health and wellness," said nutrition expert and author Wendy Bazilian, Ph.D, the registered dietitian who helped launch the new campaign along with Brinkley at the Sundance Film Festival in January. "Plus, milk supplies more nutrients for your dollar than virtually any other drink. You can get your wellness by the gallon with milk."

Brinkley added: "I've been drinking milk all of my life and I think it's a vital part of living well. As a busy mom constantly on the move, I may not always have an extra hour to hit the gym, but I always have time to grab milk. It's one of the simplest things you can do every day and feel good about, for you and your family."

MilkPEP observed that the milk-mustachioed actors, athletes, models and musicians who have been part of the campaign represent a powerful testament for milk. "It's no coincidence that these healthy and fit celebrities bring to life the true meaning of wellness," the organization said. Brinkley and Naomi Campbell helped launch the original campaign, and more recent additions to the roster have included Heidi Klum, Brooke Shields, Marg Helgenberger, Rihanna, Miley Cyrus, Taylor Swift and Trisha Yearwood.

To help publicize the many advantages of being a milk drinker, a new report entitled "The New Face of Wellness: A Look at America's Milk Drinkers" documents the science-based benefits of drinking milk. It is available at milkdelivers.org, along with a variety of resources for vending operators seeking information on building their milk-vending programs.

The Milk Processor Education Program is funded by the nation's milk processors, who are committed to increasing fluid milk consumption.